Ivanka’s Brand: What Went Wrong

27 Jul,2018

Brand Trump took another hit Tuesday with the shuttering of the Ivanka Trump business, underscoring that fashion and politics don’t mix — and that brands linked strongly to personalities are fraught with risk.

Eleven years after fine jewelry carrying the Ivanka Trump label hit the market, the New York-based brand saidit was closing amid rapidly dwindling retail and consumer support.

Even though Trump officially stepped away from her company in January 2017, many continued to associate her with the brand she founded.

Political rancor toward her family, a dwindling base of retail accounts, a widelyvocal consumer boycott and a highly competitive apparel market all contributed to the brand’s demise.

Events unfolded quickly on Tuesday. The day prior, new buy-now accessories were being touted on the brand’s site.

In a statement issued by the company, Ivanka Trump said, “When we first started this brand, no one couldhave predicted the success that we would achieve.

After 17 months in Washington, I do not know when or if Iwill ever return to the business, but I do know that my focus for the foreseeable future will be the work I am doing here in Washington, so making this decision now is the only fair outcome for my team and partners.”

She added, “I am beyond grateful for the work of our incredible team who has inspired so many women, each other and myself included.

While we will not continue our mission together, I know that each of them will thrive in their next chapter. Abigail Klem, president of the company, who took on the leadership role after Trump relocated to the Beltway last year, relayed a similar sentiment in a statement.

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